Wednesday, August 11

The COVID-19 pandemic glaringly illuminated racial and ethnic pervasive, persistent and longstanding health and healthcare disparities. Health and healthcare disparities are compounded by historic mistrust and distrust of the U.S. healthcare system and healthcare providers by communities of color. The key to success in engaging and communicating with people of color is partnerships with culturally relevant and trusted patient advocacy groups. This session will share best practices in identifying, auditing, engaging and partnering with patient advocacy groups of color. Competitive advantage will accrue to healthcare organizations and brand teams who are comfortable with the issues of multiculturalism and who take strategic, sustainable, intentional and measurable action to reach the underserved in access and quality.

Join Reggie Ware, CEO of BlackDoctor.org (BDO) and Dr. Reed Tuckson founder of the Black Coalition Against Covid (BCAC) for a discussion detailing how these organizations, along with the HBCU Medical Schools, reversed the mindset of Black Americans regarding COVID and the vaccine acceptance. BDO and the BCAC will summarize research methodologies and display primary data collected, which measured attitude acceptance and change on an ongoing basis. Additionally, they will share the unique marketing and communication strategies that leveraged culture to overcome the distrust of Black America towards the healthcare establishment. The presentation will address how to unlock the cultural codes paramount to the effective implementation of successful marketing initiatives with Black Americans.